Brand media strategy : integrated communications planning in the digital era /

Brand media strategy : integrated communications planning in the digital era /

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Bibliographic Details
Main Author: Young, Antony, 1964-
Format: Book
Language:English
Published: New York, NY : Palgrave Macmillan, 2014.
Edition:Second edition.
Subjects:
Branding (Marketing).
Internet marketing.
Social media.
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100 1 |a Young, Antony,  |d 1964-. 
245 1 0 |a Brand media strategy :  |b integrated communications planning in the digital era /  |c Antony Young. 
250 |a Second edition. 
260 |a New York, NY :  |b Palgrave Macmillan,  |c 2014. 
300 |a xii, 242 p :  |b ill ;  |c 25 cm. 
336 |a text  |2 rdacontent 
337 |a unmediated  |2 rdamedia 
338 |a volume  |2 rdacarrier 
504 |a Includes bibliographical references and index. 
505 0 |a Google and Facebook -- The new media playbook -- A shift from media planning to communications planning -- Focusing on outcomes, not outputs -- Insight over analysis -- 1 + 1 = 3 -- Conducting the orchestra : making integration real -- Unlocking moments of receptivity -- Deliver more relevant communications -- Touch point selection -- Getting social -- Execution is the X-factor -- Measurement and metrics-- Big data and analytics. 
650 0 |a Branding (Marketing). 
650 0 |a Internet marketing. 
650 0 |a Social media. 
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